Google's Chrome browser to get ad-blocking February 15, 2018

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Banned units include autoplay videos with automatic sound and prestitial countdown ads, which are full-page takeovers that activate before entering a site.

Google Chrome will begin blocking intrusive advertisements on desktop and mobile websites that don't meet "Better Ads Standards" starting February 15, 2018, Google said on Tuesday. No, it won't block all ads on all the sites; instead, it will only be stopping the ones that are incredibly annoying and mess with the user experience.

Google's strategy is simple: Use Chrome to cut off ad revenue from websites that serve low-quality ads, as determined by the aforementioned standards. The hope is that if browser ads become less obnoxious, users might not go nuclear and install a third-party ad blocker. Publishers who volunteered for the Better Ads Experience program will be notified if they have violated the guidelines, thereby, allowing them to rectify the situation.

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Google provides a best practices guide for ad formats that comply with the Coalition for Better Ads group's guidelines.

When the company joined the Coalition for Better Ads, it vowed to block those annoying ads. Sites that do not resolve these issues within 30 days of being reported will have all ads blocked by Chrome, which will hopefully encourage online publishers to maintain a high standard of accessibility in choosing which types of ads they display.

Further, website owners can check out this Ad Experience Report tool that also presents screenshots and videos of ads that do no comply to the standards. One can probably guess numerous types of ads that won't meet the guidelines: full-page interstitial ads, ads that play sound unexpectedly, and pop-ups, among others. According to the company, indiscriminate ad blockers impact publishers' bottom lines and threaten the sustainability of the web ecosystem.